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Visitors’ experience in a modern art museum: a structural equation model

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  • JG. Brida
  • M. Pulina

    ()

  • E. Riaño

Abstract

This study aims to provide a better understanding on the museum experience by studying visitors’ motivation, satisfaction and likelihood to return to the Museum for Modern and Contemporary Art (MART) of Rovereto (Italy). The empirical data were obtained from a survey undertaken from September to November 2009. A theoretical model to analyze the attractiveness factors of the museum based on two exogenous variables (push and pull motivation) and two endogenous variables (satisfaction and loyalty) is used and a structural equation model is estimated as a confirmatory tool of the hypothetical model. The findings reveal that tourists visiting the MART are mainly motivated by push factors, as relaxation, looking for a new experience and learn new things. Loyalty also positively influences the probability to return to the MART and recommend to friends and family. However, visit the city or the region of Trentino has no impact on satisfaction and loyalty to the MART. Besides, loyalty to MART does not imply the probability to recommend a visit to Rovereto.

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Bibliographic Info

Paper provided by Centre for North South Economic Research, University of Cagliari and Sassari, Sardinia in its series Working Paper CRENoS with number 201026.

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Date of creation: 2010
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Handle: RePEc:cns:cnscwp:201026

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Related research

Keywords: museum; customer’s motivation; satisfaction; loyalty; probability to return and recommend; sem;

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  1. Frey, Bruno S. & Meier, Stephan, 2006. "The Economics of Museums," Handbook of the Economics of Art and Culture, Elsevier, Elsevier.
  2. David Maddison, 2004. "Causality and Museum Subsidies," Journal of Cultural Economics, Springer, Springer, vol. 28(2), pages 89-108, May.
  3. Cellini, Roberto & Cuccia, Tiziana, 2009. "Museum and monument attendance and tourism flow: A time series analysis approach," MPRA Paper 18908, University Library of Munich, Germany.
  4. David Maddison & Terry Foster, 2003. "Valuing congestion costs in the British Museum," Oxford Economic Papers, Oxford University Press, vol. 55(1), pages 173-190, January.
  5. Elina Lampi & Matilda Orth, 2009. "Who Visits the Museums? A Comparison between Stated Preferences and Observed Effects of Entrance Fees," Kyklos, Wiley Blackwell, Wiley Blackwell, vol. 62(1), pages 85-102, 02.
  6. Victor Ginsburgh & David Throsby, 2006. "Handbook of the Eonomics of Art and Culture," ULB Institutional Repository, ULB -- Universite Libre de Bruxelles 2013/152412, ULB -- Universite Libre de Bruxelles.
  7. William Luksetich & Mark Partridge, 1997. "Demand functions for museum services," Applied Economics, Taylor & Francis Journals, Taylor & Francis Journals, vol. 29(12), pages 1553-1559.
  8. Beatriz Plaza, 2006. "The Return on Investment of the Guggenheim Museum Bilbao," International Journal of Urban and Regional Research, Wiley Blackwell, Wiley Blackwell, vol. 30(2), pages 452-467, 06.
  9. Beatriz Plaza, 2008. "On Some Challenges and Conditions for the Guggenheim Museum Bilbao to be an Effective Economic Re-activator," International Journal of Urban and Regional Research, Wiley Blackwell, Wiley Blackwell, vol. 32(2), pages 506-517, 06.
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